When we started Wistia in 2006, all of our marketing was centered around our video hosting product. We thought we were doing all the right things—demos over the phone, a PR firm, a “business-like” team page—so we didn’t understand why we had no money and only 5 employees.
Then one day our filmmaker friend Chris Lavigne came by the office. He looked around, and then he proposed an idea so obvious and perfect I can’t believe I was ever skeptical of it: since Wistia is a video hosting company, why not use video in your actual marketing?
I was a filmmaker myself before Wistia, but when Chris said this I was just confused. We already had a screencast of our product on our homepage. I didn’t understand what making more videos was supposed to add. We were marketing to other businesses, not putting together a reel, but Chris was our friend and he offered to make the video himself. So we agreed to let him do his thing…
Marketing’s True North: Align Your Marketing Around Your Mission
